Winning by Being the First to Market... or Second?
- 1 January 1989
- journal article
- Published by Emerald Publishing in Journal of Consumer Marketing
- Vol. 6 (1) , 63-69
- https://doi.org/10.1108/eum0000000002541
Abstract
Discusses the benefits and disadvantages of pioneering new markets compared with following prudently into new markets. Argues that which strategy is best depends on both conviction about the product and potential market and the firm's ability to maintain market leadership. Concludes that a pioneering approach provides critical lead time whereas a follower approach yields benefits in fixed and variable costs.Keywords
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